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360program_en

Logo http://adidas.pageflow.io/360program_en

The program

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The Mentors

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Nader knows how to show his mentees the way, because, among other things, he is familiar with their precise situation, has lived it himself and has gathered his own experiences. He knows what it is like to be written off and to still come back and to believe in oneself.

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Shane would like to not only help his mentees to progress on the football field, but also to be there for them off the field, in their day-to-day life. Shane's most important quality is his tremendous optimism, which he uses, in a playful way, to motivate and inspire his team.

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“Opportunities and fair play are just the result of hard work. You get nothing for free.”
This is precisely what Nathalie wants to communicate to her mentees.

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Chris is obsessed with tactics. He is constantly thinking about how he can improve himself and how to best help his mentees. He knows exactly what the 360° program has given him thus far and what the way forward for his mentees to develop looks like.

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“It’s all about your attitude“ – with a strong will you can achieve anything. This is what Kagan tries to communicate to his mentees in every training session on and off the field.

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The Boot Camp

In the Boot Camp at THE BASE in Berlin, 20 players are trained by DFB-coaches and experts, as well as their mentors, in athletics, technique, tactics, nutrition, health, sports psychology, and life skills.
Coaches and experts worked with their mentees for several days at THE BASE in Berlin and taught them some basic foundations: the kids were encouraged, but also challenged. The program even included a morning run through the still sleeping capital. Matthias Sammer was also personally present and worked with the participants on site.
After the Boot Camp, the work really started. THE JOURNEY began ...

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The Journey

Shane is proud of how much his boys have worked on themselves in recent months. Besides football, there are many other aspects of the lives of his mentees that are important to him.

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Kagan is like a big brother to his boys. In recent weeks they have come together as a team. And they did so, even though Kagan expected one thing from them above all: discipline. But this discipline has already paid off. Kagan is proud of each and every one of them.

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Nathalie was able to show her girls how to master difficult situations with greater confidence. Both on and off the football field.

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Chris is thrilled by how much his boys are putting into the training. He does not think that they have reached the goal yet, but that they are all on the right path. And they will continue on that path together, of course.

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Nader established a brutal training program for his boys and taught them not to give up and to set their own goals. Hadi too has always fought his way back. He knows: Life is not always fair. But whatever comes one's way, the point is to get back on one's feet and to continue.  

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Matthias Sammer
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The Experts & Coaches

As, “mentor of the mentors” and representative of the 360° program, Matthias Sammer decisively shaped its philosophy and was responsible for the supervision of the individual mentors.

There are more than twelve thousand members of the adidas street football community in Germany. Many of them dream of becoming professional football players, but the access to important forms of support off the field is lacking. This is where 360° comes in. The program aims to develop young players both athletically and as human beings, as well as providing the tools for a professional, future-oriented way of life off the field. For European champion and former FC Bayern Athletic Director Matthias Sammer, who accompanied and advised the 360° participants for six weeks, the project was a labor of love.
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Sports psychologist, responsible for the “MIND” module.
She trained the mentors in dealing with pressure situations and how to best support their mentees in overcoming stress – far beyond just the football field.
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The specialist in sports medicine in the 360° program and responsible for dealing with typical football injuries in the “BODY” module.
In addition, Dr. Taheri works as a doctor for the adidas running community. He grew up in [Berlin's] Neukölln [district] and he understands the language of the streets and of the current crop of talented youngsters from the neighborhoods.
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As mental coach, he helped the mentors in defining their tasks. In individual and group discussions, Jürgen addressed the personalities of the mentors and crucially helped them to define and put into practice their respective visions within the 360° program (“MIND” module).
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In various workshops, Amandla helped as an organization to establish the topics of fair play and values in football in the “CAREER” module. In the sensitive ecosystem of young, hungry football players, it is especially important to make sure that one behaves appropriately, as certain values are taught.
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Professor of Social Law and former social worker (later a lawyer) from [Berlin's] Kreuzberg [district], within the “CAREER” module, he was, along with the mentors, responsible for teaching the respective charges about managing their day-to-day lives. Topics like “Dealing with Finances”, “Conflicts at Home” and even “Interaction with the Authorities” were addressed.
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Biochemist and nutrition expert: Özgür has set up a company dedicated to a healthy diet for athletes (PRIMALSTATE), and in his scientific work, he deals with the topic of optimal nutrition, especially in sports. Along with LABKITCHEN from the adidas-Runbase, he was responsible for training the mentors and their charges in the area of “NUTRITION” as a category in the “BODY” module.
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These two athletics platforms and adidas strategic partners hosted the athletic training as a basic component of the “BODY” module.
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Gora Sen was responsible for the football coaching. Gora is a DFB-scout and coach of the Berlin select team and works in the area of training for coaches and mentors.
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Development and implementation of the 360° concept.
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The Campaign

True to the motto “from the stadium to the streets,” the out-of-home campaign was about presenting the mentors in their local communities and bringing the 360° program directly into their neighborhoods: “here to create.”
The photos by André Josselin were developed into posters and projections and exhibited all around the city.
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GIANT BANNER
- Schlesisches Tor
- Kleistpark

TOWNFENCES / BANNER
- Maybachufer
- Berliner Straße
- Brückenstraße / Rungestraße
- Warschauer Straße
- Hohenstaufenstr.
- Gitschiner Straße
- Warschauer Brücke

HOARDINGS, WILDPOSTER & PROJECTIONS
at other locations.



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Photos

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In the press

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MENTORS

NADER EL-JINDAOUI
KAGAN YILDIRIM

NATHALIE KENNIN
SHANE KEIL
CHRISTOPHER BRAUER


MENTEES

PAUL WEGENER
LUCAS GURKLYS
ESRA HAILU
JOHANNES MANSKE
DOGUKAN SEN
MERIC BÖLÜKBASI
KUBILAY YILMAZ
HASAN GÜL
TYRONE WATSON
AHMAD ASAAD
RAHIM CEESAY
NICK KILIAN
LILLI GENTHE
ZOE-ZIN-ZU KAFFARNIK
CANAN ENGFER
MELISSA MOL
SALIH SAGIR
SHADI MOHAMAD
HADI EL-JINDAOUI
KHALED AKASCHA


COACHES & EXPERTS

MATTIAS SAMMER
CAJA SCHÖPF
DR. POURIA TAHERI
JÜRGEN DLUZNIEWSKI
AMANDLA E.V.
PROF. DR. PETER SCHRUTH
ÖZGÜR DOGAN
EXOS UND DIE ADIDAS RUNBASE
GORA SEN


ADIDAS

SR. MANAGER BRAND COMMUNICATION
FOOTBALL MARKET CENTRAL
SABINE DIETL

DIRECTOR KEY CITY ACTIVATION
WENDELIN HÜBNER

PROJECT MANAGER BRAND COMMUNICATION
FOOTBALL MARKET CENTRAL
SASCHA TRÖGER

360° PROJECT LEAD
MALTE SCHRUTH

PROJECT ASSISTENT
TOLGA HERDEM
JOHANNES KREMSER

PROJECT MANAGER/CONTENT BY JUNG VON MATT/SPORTS
FRANZ SCHÄFER


HOOKED by UFA

EXECUTIVE PRODUCER
DANIEL BRÜCKNER

CO-PRODUCER
BARBARA BANSE

PRODUCTION MANAGER
LESKA BARTMANN

UNIT MANAGER
ALPAY ALGÜR

ART DEPARTMENT
ANSGAR KOENIG

HEAD OF UFA LAB
TOBIAS SCHIWEK


CREW

DIRECTOR
HENNING SCHULZE

2ND CAMERA
FREDERIC DETJENS

MOTION EDITOR
PAVEL FRIELINGSDORF

SOUND
LUKAS LÜCKE
CHRIS MARQUADT
KAI UNGER

PHOTOGRAPHER
ANDRÉ JOSSELIN

LOCATION MANAGER ‚BOOT CAMP‘ | SET AL ‚BOOTCAMP‘
JOHANNA WITTIG

DRONE OPERATOR
TORSTEN SCHWARZ




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